Paper Keywords: new media visual communication information communication
Abstract: In the information age, with the change of human life style, the traditional visual communication mode can not fully meet the needs of information transmission. The development of science and technology and the maturity of multimedia provide a new form of visual communication-new media. As a specific mode of communication under the conditions of new technology and golden media, new media has absorbed the advantages of traditional media, combined with the Internet and various interactive technologies to achieve information dissemination more effectively, and has gradually become the most important visual communication mode. Compared with traditional design categories, new media visual communication has two obvious characteristics: first, it has more diverse forms of expression, and comprehensively uses various media to convey information in all directions; Secondly, in terms of design methods, draw lessons from existing media and innovate and develop design methods that adapt to the characteristics of new media.
1 Differences in media forms
In today's digital age, visual communication design has gradually surpassed the original category and moved towards a broader field. Digital art, digital images, web interaction and multimedia advertisements have appeared one after another. Digital vision constantly challenges the existing visual forms, but also enriches the extension of visual communication. Diversified visual concepts mean that new visual communication methods will break the boundaries of traditional design categories and produce a new media. Based on the traditional visual communication design, with the support of new media and new technical means, we will open up new communication fields and the traditional visual communication design will be inherited and developed. This kind of "new media" integrates various media forms such as words, images, images, sounds, animations, etc., and combines the Internet and interactive technology to make the works have certain initiative and interchangeability, and become a specific mode of communication under the conditions of new media and new technology, and truly realize all-round and multi-sensory information dissemination.
2 changes in visual communication
As the latest development of visual communication, the design principle, design process and design method of new media visual communication are similar to traditional visual communication and design form in principle, but there are great differences between "new" and "old" media in communication, display and operation. For example, compared with printed matter, display screen is more suitable for "browsing" than "reading"; In "new media", all kinds of information exist in the form of links, and there is no fixed position order. Information is output in a non-linear way with the choice of viewers, but the presentation of information in traditional media, whether books or videos, is restricted by the pre-arranged order: the traditional communication field responds relatively slowly to the technical update, while the "new media" based on the rapid development of science and technology requires the close combination of design and technology at all times, and constantly develops updated communication forms with the progress of science and technology. The rapid development of "new media" provides designers with unprecedented means of expression, which helps to realize more creative possibilities and bring fresher visual experience and more interesting information acquisition process to the public. "New media" not only changed the design process, but also profoundly affected the design style and design thinking mode. The layout of activities and all-round interaction require designers to always look at the layout and visual effects from a mobile perspective, not only considering the static visual effects, but also imagining the possible appearance of visual elements after interaction with the audience. Through targeted design, we can avoid interfering with information transmission or unsightly pictures. Video and animation will be common elements, together with text and graphics * * * to form a layout. The editability of "new media" also enables designers to design a variety of layout schemes and visual effects, which can change at any time to cope with the increasing segmentation and different preferences of the audience, meet people's aesthetic needs to a greater extent, and complete information transmission more effectively.
3 Interactive arrangements are flexible and free
The new media, which combines various media forms and multimedia technologies, realizes the simultaneous display of various and multi-layer information on the same plane, and can arbitrarily enlarge, shrink, place and superimpose the screen content according to the browsing needs. Information presentation is no longer limited by the size of layout or display area, and interactive operation increases the interest of communication process. There is an interactive exhibition with the theme of ancient Egypt under Pharaoh Tutankhamun in the Federal Art Museum in Bonn, Germany. Four o'clock. Projected on the 5-square-meter booth, there is a map of the whole Pharaoh's ruling area extending along the Nile valley, and important cities, temples or historical events are marked in the corresponding positions of the map. Visitors touch any information point with their hands, and relevant cultural and religious information will be spread out in the form of words, images, videos or animations. Some control icons will be displayed under each group of information, which can realize the functions of browsing link information, playback and so on. The exhibition area in front of visitors often has multiple information points. If you click another information point while the current information is playing, the current information will be automatically closed and the new information will be expanded in the original position. In the same location and the same exhibition area, through the choice and control of visitors themselves, multiple groups of information can be displayed alternately. Combined with the geographical location marked on the map, it is more convenient for visitors to understand the relationship between various groups of information, and it is also possible to display as detailed information as possible in a limited exhibition area. It is a general requirement for visual media to obtain the best visual aesthetic feeling on the basis of effective information transmission. "New media" inherits the layout style of traditional media and develops a unique layout mode by combining its own characteristics.
4. The ways of communication are colorful.
New media, new technology, more subdivided information audience, changes in people's access to information and aesthetic needs ... From content to carrier to object, visual communication needs to face all kinds of new situations, and more diversified means of communication provide basic methods to solve problems.
Different media forms play different roles in the process of visual communication. When a variety of media are comprehensively applied to the same occasion and purpose, information dissemination will be more comprehensive and appropriate. At L 'Oré al Fashion Week held in Melbourne in 2006, the booth of Bao MINICOOPER attracted many audiences' attention. The mini-car in the venue is integrated with the curtain and booth behind it through projection. While projecting the animation and text on both sides of the curtain and car, various virtual characters and fashion graphics are also projected on the hood of the car in the booth. When the touch of the audience is sensed, the corresponding elements and the display content of the rear screen of the car will change differently. With the help of touch screen, camera and infrared sensor, the interaction with the audience has been applied more and more. Excellent interactive design can fully mobilize the audience's vision, hearing, touch, smell and other senses, and obtain information in an interactive way, which has a very strong sense of bringing people. Apple has a very successful print advertisement. In this advertisement, black people with different movements and different clothes dance in front of a colorful background, holding a small white box in their hands. When people see this image, they will associate it with the ipod music player. With this set of advertisements, the concept of owning an iPod and enjoying music at any time is also deeply rooted in people's hearts.
The window of an ipod store in Berlin is full of these famous images, and each window is divided into three parts by advertisements with different color backgrounds and character movements. Different from the ordinary window, once a passerby passes by, the characters in the advertisement will dance immediately until the passerby leaves. If there are enough pedestrians, the whole group of silhouette figures will jump together and become a group of crazy dancers, twisting their bodies with the music, and sometimes driving passers-by to join the dance ranks and enjoy the dynamic experience brought by iPod. Camille Utbeck, an American female new media artist, once made an interactive video work called Untitled 5. Through this work, we see the possibility that interactive sensing technology can bring to visual communication. The work uses a camera probe to sense the audience's movements. When people walk, wave, jump and make various actions in front of the screen, the abstract graphics in the display area covered by the body will change, and the visual elements will flow, squeeze and expand in the screen, resulting in various accidental visual pictures. The original creative intention of the work is to create a visual system, and through the induction of physical actions in the exhibition space, a flowing and intriguing visual picture is produced. If a similar way is applied to the actual information transmission, we can imagine that the background of the information will be dynamic without affecting the normal reading, and we will perceive the body movements of the browser and present unique visual effects to everyone. With the help of various interactive technologies, the audience can add people and influence the process of information dissemination, and determine the final effect of information dissemination through different ways of participation.
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